保靖黄金茶发展战略研究

发布时间：2018-04-24 10:44

本文选题：保靖黄金茶 + IFE、EFE及SWOT矩阵分析　；参考：《吉首大学》2015年硕士论文

【摘要】：保靖黄金茶是湘西保靖县古老而又珍贵的地方茶树品种资源,富含极高的茶氨酸、茶多酚、水浸出物,有很高的开发利用价值和经济价值。但是由于存在管理粗放、生产技术落后、资金缺乏、文化氛围不浓等不足,使得保靖黄金茶产业发展缓慢。本文在从湖南省统计信息网、中国农业种植信息网等官方网站大量收集信息数据及查阅资料的基础上,对中国及湖南省茶叶经济发展现状和趋势的比较,分析了保靖黄金茶以科技为支撑促进产业现代化、注重精品,培育新品种、产业化发展迅速、经济效益显著的现状及特点。通过问卷调查的方式,对影响保靖黄金茶发展的内外部关键因素进行IEF和EFE矩阵分析,同时进一步运用SWOT矩阵解析黄金茶发展的优势条件、劣势条件、机会以及挑战,拟定其发展的战略矩阵,提出保靖黄金茶宜采用ST(优势-威胁)发展战略:从生产方面来说,保靖黄金茶要利用政府帮扶的机遇,科学规划生产布局,规避生产与企业规模小、人才培养力度难的困难;从品牌方面来说,要依据绿色无污染的自身资源优势,建立标准化生产体系,树立品牌形象,打破市场产品同质化困境;从市场营销方面来看,要发挥特色民族文化优势,多角度、广范围宣传,解决市场占有率小的问题。同时从产业结构调整、转变产业发展方式的视角,制定出发展保靖黄金茶生产战略的对策。根据国际国内权威学者、机构所提出的科学理论,结合实际,编制了保靖黄金茶品牌价值战略体系。并且,运用Jerome Mccarthy 4P营销组合策略,构建保靖黄金茶营销战略体系。为保障各大战略落实,根据保靖黄金茶发展战略原则,文章对实施各大战略制定了相对应的策略,细化至政府、企业、合作社及农户等各社会经济体。指出保靖黄金茶发展应该在政府支持下,利用其自身资源优势,在科研和技术创新带动下,建立健全各项社会化服务体系,发挥第三方中介、推广的作用,考虑其发展战略。生产战略、品牌发展战略、市场营销战略三大战略相互协调、相互促进,以保靖黄金茶生产战略发展为核心战略、品牌战略为重点战略、市场营销为辅助战略,共同推进保靖黄金茶健康长远发展。
[Abstract]:Baojing Golden Tea is an ancient and precious local tea variety resource in Baojing County of Xiangxi. It is rich in high levels of theanine, tea polyphenols and water extracts, and has high development and utilization value and economic value. However, due to the lack of extensive management, backward production technology, lack of funds and cultural atmosphere, Baojing gold tea industry is slow to develop. This paper compares the present situation and trend of tea economic development in China and Hunan Province on the basis of collecting information data and consulting data from official websites such as Hunan Statistical Information Network and China Agricultural planting Information Network. This paper analyzes the present situation and characteristics of Baojing Golden Tea, which is supported by science and technology to promote industrial modernization, to pay attention to fine products, to cultivate new varieties, to develop rapidly in industrialization, and to achieve remarkable economic benefits. Through the way of questionnaire investigation, this paper analyzes the key factors of internal and external factors affecting the development of Baojing Golden Tea by IEF and EFE matrix, and further analyzes the advantages, disadvantages, opportunities and challenges of the development of gold tea by using SWOT matrix. Draw up the strategic matrix of its development, put forward that Baojing Golden Tea should adopt ST-development strategy: in terms of production, Baojing Golden Tea should take advantage of the opportunity of government support, scientifically plan the production layout, and avoid the small scale of production and enterprise. In terms of brand, we should establish a standardized production system, establish a brand image, break the dilemma of homogenization of market products according to the advantages of green and non-polluting resources. To give play to the advantages of national culture, multi-angle, wide-range publicity, to solve the problem of small market share. At the same time, from the perspective of adjusting industrial structure and changing the mode of industrial development, the countermeasures of developing Baojing golden tea production strategy are worked out. According to the scientific theory put forward by international and domestic authoritative scholars and institutions, the value strategy system of Baojing gold tea brand is worked out. Moreover, using Jerome Mccarthy 4 P marketing combination strategy, build Baojing golden tea marketing strategy system. In order to ensure the implementation of each strategy, according to the principles of Baojing golden tea development strategy, this paper formulates corresponding strategies to implement each strategy, which is divided into government, enterprises, cooperatives and farmers and other social economies. It is pointed out that Baojing Golden Tea should be developed with the support of the government, with the advantage of its own resources, driven by scientific research and technological innovation, to establish and perfect various socialized service systems, to play the role of third party intermediary and to promote, and to consider its development strategy. The production strategy, the brand development strategy and the marketing strategy are coordinated and mutually promoted. The core strategy is Baojing golden tea production strategy, the brand strategy is the key strategy, and the marketing strategy is the auxiliary strategy. Jointly promote the healthy and long-term development of Baojing Golden Tea.
【学位授予单位】：吉首大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.12

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